Đang chuẩn bị liên kết để tải về tài liệu:
Lecture Marketing (11/e): Chapter 3 – Kerin, Hartley, Rudelius

Chapter 3 provides knowledge of scanning the marketing environment. After reading chapter 3, you should be able to: Explain how environmental scanning provides information about social, economic, technological, competitive, and regulatory forces; describe how social forces such as demographics and culture can have an impact on marketing strategy; discuss how economic forces such as macroeconomic conditions and consumer income affect marketing. | McGraw-Hill/Irwin Copyright © 2013 by The McGraw-Hill Companies, Inc. All rights reserved. Explain how environmental scanning provides information about social, economic, technological, competitive, and regulatory forces. LO1 Describe how social forces such as demographics and culture can have an impact on marketing strategy. Discuss how economic forces such as macroeconomic conditions and consumer income affect marketing. LO3 LO2 LEARNING OBJECTIVES (LO) AFTER READING CHAPTER 3, YOU SHOULD BE ABLE TO: Describe how technological changes can affect marketing. Discuss the forms of competition that exist in a market and the key components of competition. LO5 LEARNING OBJECTIVES (LO) AFTER READING CHAPTER 3, YOU SHOULD BE ABLE TO: Explain the major legislation that ensures competition and regulates the elements of the marketing mix. LO6 LO4 WHAT IS THE WORLD’S THIRD LARGEST NATION? THE SOCIAL NATION CREATED BY FACEBOOK! Where Social Networking and Facebook are Headed . | McGraw-Hill/Irwin Copyright © 2013 by The McGraw-Hill Companies, Inc. All rights reserved. Explain how environmental scanning provides information about social, economic, technological, competitive, and regulatory forces. LO1 Describe how social forces such as demographics and culture can have an impact on marketing strategy. Discuss how economic forces such as macroeconomic conditions and consumer income affect marketing. LO3 LO2 LEARNING OBJECTIVES (LO) AFTER READING CHAPTER 3, YOU SHOULD BE ABLE TO: Describe how technological changes can affect marketing. Discuss the forms of competition that exist in a market and the key components of competition. LO5 LEARNING OBJECTIVES (LO) AFTER READING CHAPTER 3, YOU SHOULD BE ABLE TO: Explain the major legislation that ensures competition and regulates the elements of the marketing mix. LO6 LO4 WHAT IS THE WORLD’S THIRD LARGEST NATION? THE SOCIAL NATION CREATED BY FACEBOOK! Where Social Networking and Facebook are Headed Facebook and the Influence of Environmental Forces FIGURE 3-1 Environmental forces affect the organization, its suppliers, and its customers ENVIRONMENTAL SCANNING LO1 Environmental Scanning Tracking Environmental Trends Example: Coffee Marketers FIGURE 3-2 An environmental scan of today’s marketplace shows the many important trends that influence marketing Increasing U.S. Population Diversity ENVIRONMENTAL SCANNING LO1 An Environmental Scan of Today’s Marketplace Growing Economic Impact of China and India Demographics SOCIAL FORCES DEMOGRAPHICS—POPULATION LO2 World Population U.S. Population Social Forces Population Explosion Baby Boomers: 1946 - 1964 Generation X: 1965 - 1976 Generation Y: 1977 - 1994 Generational Marketing Millennials: 1995+ SOCIAL FORCES DEMOGRAPHICS—GENERATIONAL COHORTS LO2 MAKING RESPONSIBLE DECISIONS Millennials Are Going to Change the World— Through Environmental Sustainability! LO2 Ameritrade, Samsung, and HTC Which generational cohort